Marketing and Leveraging Digital Transitioneclipsemarketing.net/docs/tips/white-paper_digital... ·...
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Marketing and Leveraging To Generate Business By Leslie Stevens President of Eclipse Marketing Digital Transition 1. Train everyone in your company on Digital Transition so that they can explain it effectively to your customers. 2. Develop a script to promote your other services to customers, once you discuss Digital Transition to their satisfaction. Train your whole staff on this protocol. 3. Contact your entire database to remind them of the transition date. Give them some basic information on Digital Transition and invite them to ask you questions. Depending on the size of your database and your type of customers, contact them by using any of the following means: 4. Direct mail, e.g. postcards, tri-folds and newsletters 5. Electronically through e- newsletter campaigns 6. Call them on the phone. 7. Host a technology night in your showroom. If you don’t have a showroom, partner with a company who has a public location and a mutual interest in your objective, such as a cabinet maker. 8. If you have a retail outlet, hang posters on the wall and place Point of Purchase displays by the TV displays. 9. Launch a press campaign to position youself as the local Digital Transition expert. Contact local magazines, newspapers, radio stations and cable companies to let them know you’ll write an article on the subject, on be interviewed on radio and/or TV. 10. Update your website to address Digital Transition. 10 Step Plan To Leverage Digital Transition To Generate Sales: W ith Digital Transition upon us, you have a unique opportunity to reach out to your customers. Don’t assume that because your clientele already have digital TVs, they are not interested in the subject of Digital Transition. Consider this... Cable subscribers don’t need to make a change to their equipment. Cable companies know this, but they are still spending millions to announce Digital Transition. WHY? Cable companies know the value of being seen as a leader in technology. Many people still have questions about Digital Transition, which might or might not be information they want for themselves. For example, many of your customers might have parents who have not updated their system in recent years. Or your customers simply might have questions that are related to Digital Transition, such as, “What are the consequences of distributing digital signals to analog TVs in our basement?” Or your customers may have questions on related topics, such as “What does this mean for Digital Radio?” You need to position yourself as a leader in technology. Leverage the marketing efforts that the cable companies are doing. Don’t squander this rare and valuable opportunity. By reaching out to your customers on the subject of Digital Transition, you’re giving them a great reason to speak with you. Once you have their ear, you’ll be in prime position to discuss your other electronic solutions, such as audio/video services, lighting, home control and whole-house networking. You can easily bridge from one topic to the next. Do this by developing a list of products and services that you want to discuss with them, once you’ve addressed the key issues of Digital Transition. Unfortunately, you don’t have much time left to profit from Digital Transition. Fortunately... on the other hand, many cable companies are doing this job for you. To take advantage of ths opportunity, you simply need to hitch your wagon to their campaign. By taking a few simple steps, you can leverage the cable companies efforts. In the end, you will be in position to make the most out of this rare occasion.
Transcript of Marketing and Leveraging Digital Transitioneclipsemarketing.net/docs/tips/white-paper_digital... ·...
Marketing and Leveraging
To Generate BusinessBy Leslie Stevens
President of Eclipse Marketing
Digital Transition
1. Train everyone in your company on Digital Transition so that they can explain it effectively to your customers.
2. Develop a script to promote your other services to customers, once you discuss Digital Transition to their satisfaction. Train your whole staff on this protocol.
3. Contact your entire database to remind them of the transition date. Give them some basic information on Digital Transition and invite them to ask you questions.
Depending on the size of your database and your type of customers, contact them by using any of the following means:
4. Direct mail, e.g. postcards, tri-folds and newsletters 5. Electronically through e- newsletter campaigns 6. Call them on the phone.
7. Host a technology night in your showroom. If you don’t have a showroom, partner with a company who has a public location and a mutual interest in your objective, such as a cabinet maker.
8. If you have a retail outlet, hang posters on the wall and place Point of Purchase displays by the TV displays.
9. Launch a press campaign to position youself as the local Digital Transition expert. Contact local magazines, newspapers, radio stations and cable companies to let them know you’ll write an article on the subject, on be interviewed on radio and/or TV.
10. Update your website to address Digital Transition.
10 Step Plan To Leverage Digital Transition To Generate Sales:
With Digital Transition upon us, you have a unique opportunity to reach out to your customers. Don’t assume that because your
clientele already have digital TVs, they are not interested in the subject of Digital Transition. Consider this... Cable subscribers don’t need to make a change to their equipment. Cable companies know this, but they are still spending millions to announce Digital Transition. WHY? Cable companies know the value of being seen as a leader in technology.
Many people still have questions about Digital Transition, which might or might not be information they want for themselves. For example, many of your customers might have parents who have not updated their system in recent years. Or your customers simply might have questions that are related to Digital Transition, such as, “What are the consequences of distributing digital signals to analog TVs in our basement?” Or your customers may have questions on related topics, such as “What does this mean for Digital Radio?”
You need to position yourself as a leader in technology. Leverage the marketing efforts that the cable companies are doing. Don’t squander this rare and valuable opportunity.
By reaching out to your customers on the subject of Digital Transition, you’re giving them a great reason to speak with you. Once you have their ear, you’ll be in prime position to discuss your other electronic solutions, such as audio/video services, lighting, home control and whole-house networking. You can easily bridge from one topic to the next. Do this by developing a list of products and services that you want to discuss with them, once you’ve addressed the key issues of Digital Transition.
Unfortunately, you don’t have much time left to profit from Digital Transition. Fortunately... on the other hand, many cable companies are doing this job for you. To take advantage of ths opportunity, you simply need to hitch your wagon to their campaign. By taking a few simple steps, you can leverage the cable companies efforts. In the end, you will be in position to make the most out of this rare occasion.
1. Give your customers a few brochures to pass on to other people
2. Send informative e-newsletters that include a “Forward” button or “sign up for newsletter” button
3. Place graphics on your vehicle to increase awareness. Keep it clean & easy to find your phone number
4. Attach a plastic box to your vehicle and stock it with company tri-folds
5. When the job is complete, personally ask your customers for referrals
6. Offer your customers incentives for referrals
7. Keep your website up to date and easy to navigate
8. Send personalized greeting cards to your customers. Include a few business cards in the envelop
9. Send hard copy newsletters with technology trends. Ask customers if they know anyone who might want to be included on your mailing list
10. Advertise in business trade journals that your customers read. First ask what they read
Cable subscribers don’t need to make a change to their equipment. Cable companies know this, but they are still spending millions to announce Digital Transition.WHY?Cable companies know the value of being seen as a leader in technology.
You need to position yourself as a leader in technology too. Leverage the marketing efforts the cable companies are doing. Don’t squander this opportunity.
Marketing is an on-going activity. As long as you want to stay in business, you need to make this an important part of your business model. This
is especially true with the down economy. But don’t despair due to the slowdown, there are still plenty of people with money to spend. You job is to find them, contact them and convince them to buy from you.
In summary, decide on your marketing strategy. Act in a timely manner. Be repetitive in your campaign. Never before has marketing been so critical.
Leslie Stevens, President of Eclipse Marketing, a full-service marketing and PR firm, has over 15 years experience
providing marketing strategies and marketing tools to system integrators,
manufacturers and distributors.
Eclipse Marketing provides Member Marketing Tools to
CEDIA, PARA & TechHome members. These cost-effective marketing tools are
designed to enable system contractors to effectively market their business on a
professional level.
Eclipse Marketing is offering free webinars in 2009 focusing on marketing and
business strategies. Contact Eclipse Marketing for more details.
Visit Eclipse Marketing www.eclipsemarketing.net
Contact Leslie Stevens 949.363.5340 [email protected]
WHAT IS DIGITAL TV?
BENEFITS OF DTV
DETERMINE IF YOUR SET IS ANALOG OR DIGITAL?
TelevisionWe are on Final countdown to February 17, 2009Benefits of Digital TVDigital TV will dramatically improve picture quality and sound. DTV will also enable interactive data and video services, which are not possible with analog. In addition, several TV programs can be shown at one time. Finally, digital transmission will enable increased public safety and wireless services, such as 911.
Determine if your set is analog or digitalGenerally speaking, if your TV is older than 10 years, it is analog and cannot display digital TV signals without making some adjustments to your equipment. If you purchased your TV within the last 4 years, there is the possibility of a built-in digital tuner inside, but that varies based on model.
What You Need To Do If Your Set Is AnalogYou have 3 options, which are: 1) Connect your analog set to a “Digital to Analog” converter box so your analog TV can still get over the over the air signals, like ABC, NBC. Since this is government mandated, you are entitled to $40 coupons. 2) Subscribe to a satellite or cable TV service. 3) Purchase a new digital TV.
Enhanced Entertainment for the Entire Home
• Experience entertainment from all your video sources everywhere in the house. Home theaters can be specially designed with enhanced acoustics, seating, lighting and visual projection.
• Your home can be networked so that any TV or computer monitor can easily display digital photos, games and other computer or Internet applications.
• No matter if you are listening to music from satellite or digital TV, you iPod, or any other device, you can listen to your favorite song or station in any room in the house. Take it a step further and expand your music system throughout the yard. • Control Your Entire Home With EaseOur integrated systems are designed so that you can operate your TV and almost every electronic device in your home. Through simple-to-use touch screens and hand-held remote controls, our various systems will allow you to control your home, even while away.
WHAT TO DO IF YOUR TV IS ANALOG
Starting February 17, 2009, all digital over-the-air broadcasts will replace analog broadcasts. This act, known as Digital Television or DTV, is due to legislation
recently passed by Congress. all full-power broadcasters will be required to convert all of their programming to DTV and will no longer broadcast analog signals.
WhaT iS The DigiTal TranSiT ion?
receive 10% off all TVs purchased before
12/31/2008. great for your home or
holiday gifts
issue 1 volume 1 2008
SPECIAL TV OFFERS Digital EXPAND YOUR TV
INTO A WHOLE-HOUSE ENTERTAINMENT SYSTEM
There's even more good news about Digital Transition. With improved video and sound quality through DTV and HDTV, you now have the perfect opportunity for high performance media centers and dedicated home theaters.
Below are 10 general marketing strategies to promote your company
Welcome. Our promise to you is a simple one. We will enhance your
lifestyle by transforming your home into a fun and exciting place to live, work and play.
Our goal is to provide you the dream of a lifetime by designing and installing the most sophisticated home automation and control solution, the finest whole-house entertainment system and a state-of-the-art networked computer system.
ARE YOU READY?
We are here to make your transition simple.
Starting February 17, 2009, all digital over-the-air broadcasts will replace
analog broadcasts. This act, known as Digital Television or DTV, is due to leg-islation recently passed by Congress. all full-power broadcasters will be required to convert all of their programming to DTV and will no longer broadcast analog signals.
WhaT iS DigiTal TranSiTion?
• Home Automation & Control• Whole House Music & Video• Lighting Solutions• Home Theater• Telephone Systems• Computer Networking • Energy Management • Surveillance & Security
We offer enhanced enter-tainment solutions for your entire home. Our custom services include:
• Experience entertainment from all your video sources everywhere in the house. Home theaters can be specially designed with enhanced acoustics, seating, lighting and visual projection.
• Your home can be networked so that any TV or computer monitor can easily display digital photos, games and other computer or Internet applications.
• No matter if you are listening to music from satellite or digital TV, you iPod, or any other device, you can listen to your favorite song or station in any room in the house. Take it a step further and expand your music system throughout the yard. • Control Your Entire Home With EaseOur integrated systems are designed so that you can operate your TV and almost every electronic device in your home. Through simple-to-use touch screens and hand-held remote controls, our various systems will allow you to control your home, even while away.
There's even more good news about Digital Transition. With improved video and sound quality through DTV and HDTV, you now have the perfect opportunity for high performance media centers and dedicated home theaters.
Digital TV broadcasts will replace analog TV broadcasts on February 17, 2009!
